August marketing hotspot calendar, save it!

The Tokyo Olympics is in full swing recently, and I was really excited after watching the games! The Japanese referees at the Tokyo Olympics are still able to stick to their posts despite being sick and injured. What reason do we advertisers have not to work hard to follow the hot topics?

As we enter August, in addition to the super hot topic of the Olympics, there are also topics such as the Beginning of Autumn, Chinese Valentine's Day, and the Ghost Festival to help brands "increase their popularity". Don't miss out! Okay, come and take a look with me!

August 1st Army Day

August 1st Army Day is the anniversary of the founding of the Chinese People's Liberation Army. It is a festival dedicated to commemorating the founding of the Chinese Workers' and Peasants' Red Army. Like the Party Founding Day, the Army Day is also a solemn festival. When brands take advantage of it, they must strike a balance between the solemnity of the festival and the entertainment of marketing.

Keywords

Soldiers, Salute, Defending the Country, Red

Angle reference

1. Integrate relevant elements of the Army Day with product elements, such as incorporating soldier silhouettes, the August 1st icon, military flags and military caps into visual posters and copywriting to express blessings and praise for the soldiers.

2. Starting from the brand concept, combine the August 1st spirit with the brand spirit to highlight product characteristics: such as protection and safety.

3. Recall the good old days in our current happy life and thank the soldiers.

Case reference

• Poster copy

1. Sijimuge, Yidao, and Haoshangni incorporated images such as "8.1", military flags, and soldier silhouettes into their poster copy:

2. Haier, TCL, and Raytheon combine concepts such as "defending the country", "protection", and "dedication" with their products:

3. Tomson I-Pack, Robust and Meizu integrate the “August 1st” spirit with brand connotation:

• Marketing Case

People's Daily H5 "The Most Beautiful Military Uniform Photos"

August 7th: Beginning of Autumn

The Beginning of Autumn means the beginning of autumn, which means that crops are about to mature and be harvested. At the beginning of autumn, people have the custom of drying their crops in the sun and gaining weight. As a regular opportunity to leverage momentum, brands can launch creative posters at the beginning of autumn to set the tone for subsequent marketing activities.

Keywords

Autumn, harvest, falling leaves, maturity, fattening up

Angle reference

1. Combined with autumn scenery such as sunflowers, wheat waves, and rice, it symbolizes harvest and hope;

2. Start with the cooler weather in autumn and link it to the brand’s care for users;

3. Combine the traditional customs of the Beginning of Autumn with product characteristics to boost product sales.

Case reference

1. Harvest scene of Laiyifen, Luzhou Laojiao and Lengsuanling:

2. Qia Qia, Sohu and Meituan encourage foodies to "put on weight in autumn":

3. Mei Niang, Samsung, and Monster Charge show the autumn scenery:

Tokyo Olympics closes on August 8

As a top event that has attracted worldwide attention, the Tokyo Olympics has long been the object of marketing competition among brands.

Keywords

Olympics, come on, fight, struggle

Angle reference

1. Marketing can be combined with cheering and congratulating the Olympic athletes;

2. Expand around keywords such as "struggle", "fight", and "bring glory to the country" to enhance brand value and influence.

Case reference

1. Hansu released a brand attitude short film "Championship in Every Moment":

2. Kuaishou shouts "Oli Gei" for ordinary people:

August 14th, Chinese Valentine's Day

The seventh day of the seventh month of the lunar calendar every year is the traditional Han festival Qixi Festival, also known as the Double Seventh Festival, the Qiqiao Festival, the Women's Festival, the Girls' Festival, the Xiangqiao Festival and the Qiaojie Festival, which originated from the legend of "the Cowherd and the Weaver Girl meeting on the Magpie Bridge". Today, Qixi Festival has become China's "Valentine's Day" and a key festival for major brands to leverage on their marketing efforts.

Keywords

Love, romance, caring for singles, long distance relationships, love words, single

Angle reference

1. Approach the topic from the perspective of lovers, focusing on keywords such as "love", "partner", "affection", "staying together", and "confession" to show the beauty and romance of love, such as launching limited gift boxes, heartwarming commercials, romantic posters, and fun pop-up stores.

2. Approach from the opposite angles of being single and breaking up, care for the single group, provide strategies for escaping being single, show humanistic care, convey brand concepts, etc.;

3. From the perspective of exploring the cultural connotation of the Chinese Valentine’s Day, demonstrate a brand image that respects traditional festivals and promotes traditional culture.

Case reference

1. Gucci, OPPO and Burberry launch limited-edition co-branded products:

2. Baidu Qixi Festival uses "There is no standard answer to the question of love" to show its care for singles, homosexuals, and long-distance relationships:

3. Jianyi Marble Tile Qixi Microfilm "Repairing Love Co., Ltd."

4. Burger King uses breakup as a gimmick to launch a "breakup box":

5. Creative posters:

August 22, Ghost Festival

The Zhongyuan Festival, commonly known as the Ghost Festival, the Giving Celebration to Orphans, and the Mid-Autumn Festival, is called the Ullambana Festival in Buddhism. Along with New Year's Eve, Tomb-Sweeping Day and Double Ninth Festival, it is a traditional Chinese festival for ancestor worship. During the Ghost Festival, there are customs such as worshiping ancestors, releasing river lanterns, worshiping the dead, burning paper ingots, and worshiping the land. It is worth noting that the Zhongyuan Festival is a serious and solemn festival, which is fundamentally different from the Western "ghost festival" Halloween. When taking advantage of it, be careful not to be clever.

Keywords

Ghost Festival, ghosts, ancestor worship, and blessing

Angle reference

1. Respect festival culture, combine customs such as releasing river lanterns, worshipping the dead, burning paper ingots, and worshipping the land to express respect and grief for ancestors;

2. Create a terrifying atmosphere and implant brand information;

3. Weaken the terrifying image of ghosts and take a warmer approach.

Case reference

1. PX Supermarket’s heartwarming advertisement for the Ghost Festival: “Have good intentions, prepare good ingredients, and do good deeds”

2. 7-11 Ghost Festival Funny Advertisement "The Prime Minister of the Underworld Sends a Message of Congratulations"

3. Creative posters

August 23: End of Heat

Chushu, which means "out of summer", is the 14th solar term among the 24 solar terms and the second solar term in autumn. Chushu is a solar term that reflects temperature changes, indicating that the summer heat ends here and the temperature begins to drop. During the Beginning of Heat, there are customs such as welcoming autumn, decocting medicinal tea, and eating duck.

Keywords

Hot, welcoming autumn, summer is gone and autumn is coming

Angle reference

1. Create visual posters based on the climate characteristics, customs, and food of the End of Heat solar term;

2. Incorporate brand logo, brand name, and brand mark;

3. Adapt or incorporate ancient poems, idioms and proverbs.

Case reference

1. JD.com, Calbee, and Mengniu release river lanterns:

2. Motorola, Wufangzhai, and Samsung to stop the heat:

3. Laiyifen, Qiaqia and Yili’s End of Summer Fancy Show Products:

The above are the key points for leveraging momentum in August. As the saying goes, if you follow the hot topics well, you will have no worries in August. Remember to like and collect!

Author: MuMu

Source: Mad Men